The Attention Trust defines attention data as the data created when you pay attention to something, on-line or off. Attention Trust members believe that you own your attention, sometimes sharing it with others, like Google or Amazon.com, to whom you paid attention. Attention Trust believes you are entitled to move your attention data and store it where you want. Your attention data has worth, so when your attention data is used, you deserve to receive value in return. And you have the right to see how your attention data is used. The Attention Trust's mission is to empower you with control over your attention data, educate people about the value of their attention, and to build a community of people and organizations who guarantee users rights over their attention.
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